A New Promotion Mix Appropriation Model
International Journal of Advertising
ISSN or ISBN
This paper deals with the promotion budget and some popular appropriation models found in the standard marketing textbooks. All of these models are simplistic and state that relatively more money is spent on advertising and relatively less money is spent on personal selling in the promotion mix for consumer goods. They also state that the converse is true for industrial goods. A sample of 25 companies, all market leaders, was chosen with the objective of establishing how much they spend on promotion as a percentage of total sales. The objective was also to establish the percentage of total sales spent on each promotion mix element. The results were compared with the popular promotionmix appropriation models in the textbooks. In some cases the results were dramatic. From the findings of this study, the authors have put forward a newpromotion mix appropriation model.
Abratt, Russell and van der Westhuizen, Brian I.C., "A New Promotion Mix Appropriation Model" (1985). HCBE Faculty Articles. 946.